Today’s family entertainment centres combine a multitude of attractions but it is those that create a distinct family-friendly environment that are raising the bar, writes Simon Liddle.
CREATING an environment in which families feel not only comfortable but are also entertained, is key to the success of today’s FECs. How this is achieved, however, varies depending on the market and the companies operating these locations. In some markets, for example, huge, all-encompassing FECs have opened to much fanfare. Yet, equally impressive are the operators able to utilise what little space they have to create compelling entertainment experiences in the smallest of locations.
“A distinctly themed FEC can offer a fun and exciting atmosphere that truly transplants guests of all ages to a dreamlike and out-of-this-world environment,” said David Goldfarb, CEO of US-based operator and supplier PrimeTime Amusements. “For the FEC owners, it can make their location a destination for customers to come to and seek out for the ‘wow’ factor.”
Goldfarb’s company opened its theming division in 2011, which includes an art designer and team of sculptors that create props, statues, architectural pieces and figures. In addition, it also offers set-design services and consulting. Although in the past the greatest demand for its services has come from FECs tailored to young children, recently the company has been working on more adult-centric facilities.
“I think most companies are looking for a theming partner that creates pieces and props that are unique and different from anything else on the market,” Goldfarb said, noting that increasingly this means larger and more impressive attractions. “In fact, one of the most attractive elements of PrimeTime Amusements’ theming department is the large props/statues we create, such as out two-story Miami Heat basketball players.
Read the full article in the November issue of InterGame.
